This is an essential and steady market, one where some segments can even expand better in times of recession, as consumers spend more time and money in the house, and less going out or on holiday. A growing DIY attitude towards the home may also swell sales, e.g. of window cleaners. However, there are also downward trends in the form of more promotional activity, more own-brands, and a shift towards basic multi-purpose lines, often perceived as more economical just by virtue of their simplicity and practicality. Still, suppliers who study the market carefully may yet escape price pressures in the right niches.